Would you say I am pessimistic if I believe that a tiny fraction of those actually care about the environment while the rest is in for the easy money?
If you're going to leverage capitalism to clean up the environment, you'll get exactly that as long as the incentives align (you don't get money unless you deliver a cleaner environment).
If someone gets filthy rich improving the planet, then they win and we win.
It's like companies who are "passionate about customer service" (both in rhetoric and reality). We understand that they're still motivated by profit but if they have this additional almost ideological commitment to good customer service (or product quality or whatever) then there is at least a chance that they will at least think twice in screwing over their customers for a small profit increase.